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Learfield Licensing Partners Learfield Licensing Partners was founded when Learfield Sports acquired the Licensing Resource Group (LRG) and Strategic Marketing Affiliates (SMA) in 2014. Over 550 universities, conferences, and bowl games have partnered with LLP to assist in the oversight of their licensing program. For specific questions regarding Belmont’s trademark licensing program you can reach out to LLP at (317) 669-0808 or contact: